You don't need a loyalty program....yet. What you badly need first is in-depth customer research: An understanding of who the customers are, who comes to the race course frequently and infrequently, and why, what their alternative entertainment selections are (where, when, cost, etc.), and if those customers have had pleasant or unpleasant experiences at the race course which might color their thinking.
Once the emotional and tangible attributes, and touchpoint experiences, are fully comprehended in terms of customers' likelihood to frequent the race course (or not), you'll then be in a position to a) upgrade processes which impact customer perceptions and b) potentially develop a loyalty program, with both hard and soft benefits.
Find out how to implement sound loyalty programs.
Learn how networking giant Cisco tracks customer loyalty.
This was first published in May 2005